"The headlines are the first to be released, thanks for the tasting. Before reading, we sincerely invite you to click "Follow" in the upper right corner, so that you can continue to provide you with high-quality content, and it is also convenient for you to participate in discussions and exchanges, and your support is the source of power for our creation!
** Brand Officer
Author Brand Officer
Douyin live streaming has changed!
On the one hand, Dong Yuhui, who is "naturally disgusted with hot searches", is developing rapidly, and on the other hand, Brother Yang, who is crazy with hundreds of millions of fans, doesn't want to do Internet celebrities.
Embodied in itIn the TOP20 of Douyin live broadcast in February, Crazy Brother Yang and Three Sheep Network have fallen out of the list, and the broadcast only started on January 9 this year, and Hui walked with 4The sales of 500 million yuan won the runner-up, and the first and third were vertical live broadcast rooms in the jewelry field, which were Mr. Dong and Cloud Jewelry.
Source: Bullwhip.
According to "Financial Gossip", Mr. Dong has been in the top three of the monthly list for 3 consecutive months, and cloud jewelry also dominated the list from July to September last year, which shows that the jewelry track still has huge potential in the field of e-commerce live broadcast.
Focusing on the topic of Xiao Yang, who disappeared from the list, as the personal account with the most fans on the Douyin platform, his every move will be watched by the public all the time, which is the inevitable celebrity effect brought by labels such as "Douyin First Brother" and "No. 1 Internet Celebrity in the Country".
Under the reflection of this "halo", we can see that for a long time in the past, Brother Yang has been placed in the center of the storm. The most vigorous thing is that in October last year, Brother Yang's female apprentice "Yellow of the Traffic Light" brought goods YSL was accused of being vulgar.
One stone sets off a thousand waves, very quickly"Brother Xiao Yang was accused of live broadcasting vulgar remarks than apprenticesTopics such as "What's more" flocked to it, and every live broadcast and every shot containing unclear hints of Brother Xiao Yang's past was stripped open by the public, and the abuse of the whole network followed.
Source: Weibo.
In addition to rubbing the edges and vulgar style of bringing goods, which often attract negative **, Xiao Yang's live broadcast room is also the focus of the well-known anti-counterfeiter Wang Hai, and various false publicity, shoddy, selling fake and shoddy products and other rollover incidents are also endless.
For example, a few days ago, a number of e-commerce anchors, including Xiao Yang, were named by the General Administration of Customs, who reminded consumers to stop eating it.
Source: Sina Technology Weibo.
There are no impermeable walls in the world, and flies don't bite seamless eggs.
When the number of fans and the scale of business reach the level of Brother Xiaoyang, it is almost impossible to completely avoid risks, and the negative impact can only be weakened by gradually diluting personal colors.
Therefore, since last year, the frequency of Xiao Yang's appearance in the live broadcast room has increased from 7 times a week to 3 times a week, and finally reduced to only 1 broadcast a week.
In the whole of February this year, Brother Xiao Yang broadcast 6 live broadcasts, and none of them lasted more than half an hour, so it can be said that "he came as if he hadn't been here". According to the data, the sales generated in this half hour were 0, which explains why Brother Xiaoyang's live broadcast room fell out of the TOP20 of the Douyin goods list.
In the live broadcast on March 5, Brother Xiao Yang once again said that he will have more entertainment live broadcasts this year, reduce live broadcasts, and if there are special activities, consider directly handing over his account of more than 100 million fans to his apprentices.
This is also the ultimate belonging of many super-head anchors, supporting the apprentices and grandchildren to take the position, completing the handover and transfer of traffic and users, and then "retiring" from the rivers and lakes step by step.
The end of a super head streamer is to become an entrepreneur.
Since he invested 100 million yuan to buy a house, Brother Xiao Yang has his own plans.
In the live broadcast room, he bites his slippers with a hideous face, speaks vulgar words with unknown directions, and presents a few ...... from time to time to wipe the edgesThe "unique" drainage method in the early stage of the live broadcast room will eventually get tired and disliked one day.
Source: Douyin.
At the end of last year, on the occasion of the opening of the global headquarters of Three Sheep Group, Brother Xiao Yang publicly rejected the title of "the country's No. 1 Internet celebrity" and said bluntly:"I don't want to do Internet celebrity things now, just do a good job of the company silently. ”
Reducing the frequency of appearances, jumping out of the shell of Internet celebrities, gradually retreating behind the scenes, and putting himself in the armor of entrepreneurs, this is Brother Xiaoyang's latest goal.
Facts have proved that Brother Xiao Yang is business-minded, and if he only wants to be a funny Internet celebrity, he is indeed a talent, and he is destined not to go too far.
First of all, let's start with the live slicing business. Brother Xiao Yang once mentioned it without hesitation"'Slice systematization' was invented by me."
The time of the head anchor in a day is limited, especially like Brother Xiao Yang, who only broadcasts live once a week, and the commercial value of personal IP is a bit idle and wasted, in order to maximize this value, countless Brother Xiao Yang clones were born.
Source: Douyin.
With the authorization of the Three Sheep Network, a large number of talents can directly edit Brother Yang's live broadcast with goods**, and then hang the corresponding product links to bring goods.
The official authorization has changed the original content from a plagiarized competitive relationship to a win-win cooperation, and while amplifying its own value, it has also created a new business model.
Brother Xiao Yang only broadcasts live once a week, but the number of views generated by the slicing account can reach three or four hundred million per day. In 2022, only through live slice distribution, Brother Xiaoyang's monthly revenue share can reach about 16 million yuan, which can be said to be making money lying down.
In addition to continuing to flow this bowl of rice, Brother Xiao Yang also has a strong sense of risk hedging, and does not put all his eggs in the same basket. Start earlyBuild a self-operated product chain and create its own brand Xiaoyang selectionTake the pricing power firmly in your hands. This is also a path that many head anchor teams will take at a certain stage of development, such as Simba launching its own brand "Xin Youzhi Yanxuan", and Dongfang Selection launching its own brand of the same name.
In terms of business operations, Brother Xiao Yang has also explored many fields. According to Tianyancha, as of now, there are more than 50 Hefei leader culture media companies jointly held by Brother Yang.
As the business grows, the long-term vision will follow. This is true for China's new tea brands, as well as for cross-border e-commerce and live e-commerce.
As early as the end of 2022, Make a Friend, which has Luo Yonghao's endorsement, entered TikTok and established the "Make a Friend Overseas Business Department" and "Make a Friend Overseas E-commerce Academy", which are responsible for brand overseas marketing, talent distribution and delivery, live broadcast operation and TikTok e-commerce training. The focus is on selling programs and courses, rather than live streaming business.
In May last year, Kuaishou's head anchor Simba appeared in Bangkok, Thailand to start an overseas live broadcast, and at the same time launched Xinxuan's international overseas plan, aiming to continuously expand new markets and fields. The live broadcast achieved a total sales of more than 8300 million yuan, and then Simba revealed that in the future, it will open special live broadcasts in Japan, Singapore, Malaysia and other places.
Source: New Weekly Weibo.
WhileBrother Xiaoyang's Three Sheep Network also began to try the layout of overseas markets in July last year, and established Southeast Asia as a pilot. It has successively completed the establishment of the overseas team and the overseas MCN organization "Three Sheep Network", as well as the accumulation of original fans. After 3 months, Three Sheep IP completed the construction of the content matrix from 0 to 2 million fans.
In terms of the ** chain, Three Sheep mainly distributes goods through a local warehouse set up in Singapore.
On January 10, Three Sheep Network cooperated with Singapore's local talent @shopwithsasax for the first time, and most of the brands with goods were local brands from China. Three sheep'sThe live broadcast ushered in a good start and topped the GMV list of TikTok's e-commerce sector in Singapore.
Source: Douyin.
It is an opportunity and a challenge. Domestic live broadcast e-commerce is not only fiercely competitive, but also faces a lot of pressures such as the best environment and product quality supervision. With the saturation of the market, the revenue growth space has gradually touched the ceiling, and e-commerce going overseas is indeed the best way to develop the "second spring" of the business.
But at the same time, we also have to meet new challenges, such as localization. Due to the different national conditions, cultural customs, consumption habits and channels, e-commerce institutions must reconstruct new solutions to open new markets, and some areas do not even have e-commerce infrastructure, so as a pioneer, the cost of resources invested in the early stage is also huge.
Whether the success stories in China are also applicable to overseas markets remains to be verified by time.
From the perspective of a bystander, I still hope that live broadcast e-commerce can smoothly enter the overseas market and take root, so that domestic brands can get more opportunities to be seen, and the international market can see more Made in China.
As for the Xiao Yang brothers who disappeared in the live broadcast room, it is suggested that they still need to spare their energyDig deep into the most basic and fundamental ** chain of live streaming. After all, in the era of "low price" flooding, how to more accurately match consumer needs, provide higher-quality products, and form their own core user base will be the key exam questions in the second half of the live broadcast Jianghu.
Hotspot Engine Program